In the futuristic film “Minority Report,” large
store displays speak to customers on a first-name basis and remember
what they purchased on their last visit.

The way Rick Mathieson
sees it, that future isn’t so far
fetched. Mathieson says the surging technological landscape in
America is going to change the way companies get their messages
and their products to consumers, much like the movie set in 2054.

That’s
the crux of Mathieson’s first book, to be released
later this month by AMACOM Books, called “Branding Unbound:
The Future of Advertising, Sales and the Brand Experience in the
Wireless Age.”

His work explores the potential of wireless
communications to how the country’s most powerful companies
already are tapping into it.

Mathieson… an executive at a
Bay Area advertising agency, said he got the idea for his material
after realizing how glued young people are to the cell phones.

“I
started to wonder, What does this mean to advertising,” the
38-year-old said Thursday.